04/10/11
New website: Polk
We proudly announce the launch of a new website for R.L. Polk, the world's leading automotive intelligence company. The process was one that touched the very foundation of the company, repositioning the organization from an inward, product-centric company, to an outward, solutions-driven, customer-centric organization, freely sharing information.
We invite you to take a look.
B-to-B, Design, Interactive, New Account, New Work, News, Website Launch
02/23/10
Phire Branding wins 19 Awards at this year’s Addy competition
We are proud to announce a very successful night at this year's Addy Awards. Nineteen awards in all, we were lucky enough to win in numerous categories and in a variety of vertical markets. The Addy winners will move on to compete at Districts for further consideration. We'd like to thank everyone who helped put together a wonderful awards celebration this year. But most of all, we'd like to thank our clients for allowing us/helping us/working with us to let us do what we do.
Results for the 2010 Ann Arbor Ad Club Addy Awards competition include:
JUDGES’ CHOICE
Phire Branding Company
Clancy’s Fancy Brand Relaunch
JUDGES’ CHOICE
Phire Branding Company
Ann Arbor Summer Festival Campaign
ADDY
Phire Branding Company
INTERACTIVE MEDIA: Websites, Consumer Flash, Products
Clancy’s Website
ADDY
Phire Branding Company
MIXED/MULTIPLE MEDIA: Consumer, Regional / National
Clancy’s Fancy Brand Relaunch
ADDY
Phire Branding Company
SALES PROMOTION: Packaging, Campaign
Clancy’s Fancy Packaging
ADDY
Phire Branding Company
INTERACTIVE MEDIA: Websites, B-to-B Flash, Services
Pitney Bowes Marketing Solutions
ADDY
Phire Branding Company
ADVERTISING INDUSTRY SELF-PROMOTION:
Creative Services and Industry Suppliers, Interactive
Phire Branding Company Website
ADDY
Phire Branding Company
OUT-OF-HOME: Campaign, Out-of-Home, Campaign
Flint Journal Outdoor
ADDY
Phire Branding Company
ADVERTISING FOR THE ARTS & SCIENCES:
Collateral, Brochure / Sales Kit
Ann Arbor Summer Festival Brochure
ADDY
Phire Branding Company
ADVERTISING FOR THE ARTS & SCIENCES:
Campaign, Mixed / Multiple Media Campaign
Ann Arbor Summer Festival Campaign
Silver
Phire Branding Company
SALES PROMOTION: Product or Service Sales
Presentation, Catalog
Merillat Masterpiece Catalog
Silver
Phire Branding Company
SALES PROMOTION: Product or Service Sales Presentation,
Sales Kits or Product Information Sheets
Clancy’s Fancy Sales Brochure
Silver
Phire Branding Company
INTERACTIVE MEDIA: Websites, B-to-B HTML/Other, Services
Second To None
Silver
Phire Branding Company
INTERACTIVE MEDIA: Websites, Consumer
HTML/Other, Products
Dale Earnhardt Website
Silver
Phire Branding Company
TELEVISION: Cinema Advertising, In-Theatre Commercials or Slides
Clancy’s Fancy Cinema
Silver
Phire Branding Company
ADVERTISING FOR THE ARTS & SCIENCES:
Broadcast/Electronic, Interactive
Ann Arbor Summer Festival Website
Silver
Phire Branding Company
ADVERTISING INDUSTRY SELF-PROMOTION:
Creative Services and Industry Suppliers, Collateral
Phire Branding Company Book
Silver
Phire Branding Company
ADVERTISING INDUSTRY SELF-PROMOTION:
Campaign, Single Medium Campaign
Phire Branding Company Advertising
Silver
Phire Branding Company
MIXED/MULTIPLE MEDIA: Consumer, Local
Be Saline Campaign
Advertising, Awards, B-to-B, B-to-C, Community, Design, Interactive, News
05/1/09
An advertising agency… advertising itself?
Some of you may have found us via our ad campaign that we are promoting throughout the area. Why? Two-fold:
1. Because (in our opinion) we have been a hidden gem in the Midwest for quite some time, and we’re ready to be discovered.
2. Because advertising agencies should do what they believe in. We are counseling our clients to do what they can to hold onto marketing budgets, even in recessions, because it will allow them to have continued recognition during difficult times, and thrive in a turnaround.
We’ve often wondered why advertising agencies never advertise themselves. Largely, it is simply a cobbler’s-kids-shoes thing. But I believe it also speaks to their belief in their own product’s ability to succeed. If you talk the talk, you’d better be walking the walk. In our humble opinion, of course.
04/21/09
Website launch: Ann Arbor Summer Festival
We are proud to introduce the new Ann Arbor Summer Festival website. Designed and built by Phire, the new site is 100% content managed by AASF staff. Check it out - we think it's pretty darn cool.
http://www.annarborsummerfestival.org
B-to-C, Community, Design, Interactive, New Work, News, Website Launch
04/11/09
Phire Branding Company Wins 16 ADDY Awards
Ann Arbor, Mich. – February 27, 2009 – Phire Branding Company, a full-service advertising agency headquartered in Ann Arbor, took top honors at the Ann Arbor Ad Club ADDY Awards gala held Friday, February 13th.
In all, the agency received 16 awards at the annual creative showcase. In addition to 5 Gold, and 9 Silver ADDYs, Phire was honored with two out of three special judges’ awards for their work with the Ann Arbor Summer Festival and Deda’s Bakery.
In addition to those clients, Phire also won awards for their work with Merillat, MDI International, Saleen Automotive, Cliff Keen Athletic, Print Tech, Al Dente Pasta, and the Ann Arbor Public Schools Educational Foundation.
“We were honored to be recognized for our creative work.” said Jim Hume, Phire Principal. “Our main focus is to create results on behalf of our clients, and winning awards is simply the icing on the cake.”
About the ADDY's
The American Advertising Federation ADDY Awards is the world’s largest and toughest advertising competition. Every year, more than 60,000 entries are fielded through fifteen districts and the 200 member clubs. The competition is three-tiered with local, regional, and national levels. The ADDY Awards represent the true spirit of creative excellence.
Advertising, Awards, B-to-B, B-to-C, Community, Design, News, Press Release
04/2/09
Fresh work: Clancy’s Fancy
Every once in a while, a project comes along that feels like fate. I’ve always been a hot sauce guy, and Clancy’s Fancy is one of my favorites. It’s served at two of my favorite places in town: Red Hawk and Casey’s Tavern, and there’s nothing quite like it with fries. It’s also a staple in my own household. It has been made in Ann Arbor in small batches since the 1970’s, so when they called us, I was all in.
We are working on all new materials: from a packaging update to an online presence to sales materials to advertising. To see the work, click the case study.
Advertising, B-to-C, Design, Interactive, New Work, News, Website Launch
01/29/09
Phire named Marketing and Branding Supplier for UM Planet Blue
Phire Branding Company, a full-service advertising agency headquartered in Ann Arbor, has been named Marketing and Branding supplier by the University of Michigan’s Planet Blue Environmental and Energy Initiative.
The University of Michigan’s Planet Blue Environmental and Energy Initiative is a campus-wide educational and outreach campaign that seeks to actively engage the University of Michigan community to conserve utilities and increase recycling, thereby saving money and benefiting the environment. Planet Blue aims to make campus environmental practices more sustainable in the wake of rising energy costs, climate change concerns, and depleting resources.
The University of Michigan has been working for the past three decades to improve the energy efficiency of campus buildings – Planet Blue invites University employees, faculty, and students to join in the efforts to conserve energy, increase recycling, and reduce the environmental footprint of the university.
As Marketing and Branding supplier, Phire Branding Company first conducted discovery and positioning work. This phase included campus tours, internal and external surveys, and competitive analysis, setting a new foundation for the U of M Planet Blue initiative. Specific deliverables included brand positioning, naming, logo and tagline, corporate ID materials, and brand core creation.
Based on their findings, Phire Branding conceptualized and created marketing materials ranging from traditional to interactive in order motivate change. Phire collaborated with Planet Blue on website development, print advertising campaign, print materials, Flash marketing pieces, environmental marketing, HTML email campaign, and internal documents. Several lines of branded collateral and giveaways were developed and fulfilled. There have been several phases of presentation development, including fulfillment of presentational and promotional materials for Planet Blue events both indoor and outdoor.
“We are thrilled to be a part of this campus-wide initiative.” said Jim Hume, Phire Principal. “We have used grassroots tactics to help change behavior - and it is truly starting to become viral across campus.”
01/21/09
Phire named Marketing and Branding Partner for CFI Group
Phire Branding Company, a full-service advertising agency headquartered in Ann Arbor, has completed an all new website as Marketing and Branding Partner for CFI Group. Phire Branding first began working with CFI Group in late 2007.
As Marketing and Branding Partner, Phire Branding Company first conducts extensive discovery and positioning work. This phase includes a brand audit, both internal and external surveys, as well as the gathering of industry information and a competitive analysis, setting a strong new foundation for the CFI Group brand. Specific initiatives included brand positioning, brand core creation, brand values, brand personality, and tagline study.
01/19/09
Press release: Phire named Branding Partner for TechSmith
Phire Branding Company, a full-service marketing communications firm headquartered in Ann Arbor, has recently completed a rebranding effort as Marketing and Branding Partner for TechSmith, Inc.
Headquartered in Okemos, MI, TechSmith is the world’s leading provider of screen capture and recording software for individual and professional use. TechSmith products are used around the world to capture and record screen content, create engaging presentations for diverse audiences, and analyze product usability and customer experience. With products localized into five languages and a distribution network of resellers in more than 30 countries, TechSmith’s global reach is continually expanding.
As Marketing and Branding Partner, Phire Branding Company worked very closely with the TechSmith team, first conducting extensive discovery and positioning work. This phase included a brand audit, surveys, as well as the gathering of industry information and a competitive analysis, setting a strong new foundation for the TechSmith brand. Specific initiatives also included brand positioning, logo and tagline, corporate ID materials, communications plan, and brand core creation. Based on their findings, Phire Branding worked with TechSmith’s internal design team to conceptualize and create dynamic marketing materials ranging from traditional to interactive in order to best capture this new positioning, collaborating on in-product branding and support materials, and a comprehensive brand standards manuals. Phire Branding also contributed online advertising, in-product branding and support materials, user interface design for TechSmith’s Screencast.com website, as well as product packaging design for TechSmith’s diverse line of software products.
“To be able to capture the energy and growth of TechSmith was a truly inspiring experience.” said Jim Hume, Phire Principal. “The new brand look and feel helps raise the bar from an expectation standpoint without losing the organic and fun nature of the company and its customers.”
“We chose Phire because of their experience working with global brands and their practical approach. Phire’s respect for our unique culture and business model helped us develop an image that reflected our true personality.” stated Jody Burgess, VP of Marketing for TechSmith. “We are delighted to have a beautiful and cohesive look across our products now, and one that is scalable and flexible as well.”
01/4/09
Phire Branding Company completes website for Adaptive Materials Inc.
Ann Arbor, Mich. – October 21, 2008 – Phire Branding Company, a full-service advertising agency headquartered in Ann Arbor, has completed an all new website for Adaptive Materials Inc (www.adaptivematerials.com).
Headquartered in Ann Arbor, Mich., Adaptive Materials creates portable solid oxide fuel cell systems that convert propane directly into electrical energy. By converting propane into true power on demand, Adaptive Materials has created a lightweight, portable and efficient solid oxide fuel cell system powered by an inexpensive and globally-available fuel source. The 25 to 250 watt fuel cell systems have wide application potential, from military forces, to emergency response, and even consumer leisure.
Adaptive Materials, an Inc. 5000 company, recently brought home the $500,000 second place award in the prestigious Department of Defense Research and Engineering’s Prize competition.
As the start of its work with Adaptive Materials, Phire Branding Company first conducted discovery and brand positioning work. This phase includes a brand audit, competitive analysis, setting a strong new foundation for the Adaptive Materials brand. Specific initiatives included brand core values, brand personality, as well as a tagline study.
Based on their findings, Phire Branding worked with Adaptive Materials to conceptualize and create a dynamic website to best communicate this new positioning. Following the initial branding, Phire collaborated with Adaptive Materials on a fully revamped corporate website, including development of website architecture, search optimization, site implementation, usability testing, and creation of an extensive content management system.
“Adaptive Materials represents the best of innovation and creativity.” said Jim Hume, Phire Principal. “We built a website that reflected their forward-thinking, challenge-us spirit.”
”As Adaptive Materials continues to evolve and expand, the company’s Web site becomes an increasingly valuable tool for reaching potential private and public sector customers,” said Michelle Crumm, chief business officer, Adaptive Materials. “Phire Branding Company created a Web site for Adaptive Materials that is a valuable resource in telling the company’s story, from product to market leadership.”
About Adaptive Materials, Inc.
Adaptive Materials, Inc. is the leader in portable power made from solid oxide fuel cell technology. At the forefront of portable power innovation, Adaptive Materials is the first company to develop, demonstrate and deliver a portable, affordable, and fuel flexible solid oxide fuel cell (SOFC) system uses lightweight, inexpensive and globally available propane as its fuel of choice. Adaptive Materials’ fuel cell system provides portable power to the United States Armed Forces and first responders as well as industries including recreational vehicles, boating, and medical devices. For more information, visit www.adaptivematerials.com.
B-to-B, Design, New Work, News, Press Release, Website Launch
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